Baylor’s 2026-27 commercial: ‘Dare to Run’

College is about education, of course — but it’s just as much about the experience.

Thankfully, Baylor excels in both areas — and that’s the message behind the University’s new 30-second television spot, which debuted last weekend on social media and national television.

The spot is anchored by shots of students in the Baylor Line — which was just named the nation’s No. 1 pregame walkout tradition in a USA Today reader poll last month, long after work on the commercial was already underway (more on that below). As the video continues, viewers see those same students as they meet with friends, go to class, engage in hands-on research, and more.

“The Line is Baylor’s tradition,” says Jason Cook, vice president and Chief Marketing Officer. “It’s the energy, the drama, the suspense of the run — and all that translates into the Baylor experience, from Saturday through the rest of the week. It just speaks to so much of what students enjoy here at Baylor, both in and outside of class, and we want to help spread that message — to fling our green and gold afar, as our school song says.”

The students featured in the commercial aren’t actors; they’re actual Baylor students chosen to participate in the shoot earlier this year. The narration explains what students experience at Baylor — the opportunity to “pursue your passion” and “find your people, your purpose, your calling.” And the soundtrack of the spot… Well, just listen carefully; we won’t spoil the “Easter egg.”

Additional online advertising (launched in conjunction with the commercial) builds on the same messages to reach prospective students and their families — celebrating the Line’s No. 1 ranking as well as the broader community, memories, and college journey students find at Baylor.

(By the way — in that USA Today ranking, the Baylor Line tradition sits atop other college football headliners such as Auburn’s Tiger Walk/War Eagle flight, Penn State’s “White Out,” Texas A&M’s “Power” and Colorado’s Running Ralphie.)

The 30-second spot will air throughout the year during broadcasts of Baylor sporting events, sharing what Baylor has to offer with a national audience on a weekly basis.

Sic ’em, Bears!